Ted Baker showcases fashion collections on virtual island on Animal Crossing
Ted Baker is entering the clothing gaming market for the first time by showcasing its autumn/winter brand campaign and fashion collections within its own universe on Animal Crossing: New Horizons.
The Nintendo game has become increasingly popular throughout the coronavirus pandemic.
On Ted Baker Island, players will be able to explore a series of five different virtual realities that have been inspired by the settings from the retailer’s current Street Party Sessions campaign. Each zone is positioned in a night time setting to create an in-game party atmosphere with musical influences.
In addition, players will be able to customise their avatars in Ted Baker clothing by choosing from a digital version of 20 items from the autumn/winter range. Other interactive elements will include in-game photo opportunities and a built in QR code which will direct players to discover more around the Ted Baker Street Party Sessions campaign.
The move is part of Ted Baker’s strategy to experiment with new and innovative digital formats as it looks capture market share from a millennial audience.
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